If you read this blog post until the end, you’ll be able to either implement the marketing measures yourself or pick an experienced service provider to do it for you. What really matters is that you understand what law firm SEO is really about so you won’t get ripped off like most lawyers or law firms who hire an agency without being able to review or assess their work.
The good news is: It’s not even as complicated as you think! Although many agencies try to make you think it’s all rocket science – we can assure you – it’s not!
But of course you still need to follow the digital marketing best practices and the Google SEO guidelines for website owners. Or simply put: You need to have an SEO-optimized website as well as a constant supply of fresh content for your blog.
No worries, we will boil down all the relevant information for you in this 3 step guide!
Let’s jump right in!
What Is Law Firm SEO/Content Marketing?
SEO is a hot topic, yet many law firms aren’t tapping into organic search traffic for their websites and businesses. There are several reasons for this.
For starters, many attorneys are swamped with their work and can’t spare time for ongoing marketing efforts. Additionally, they may feel overwhelmed by the complexity of SEO and the myriad strategies available.
That’s where we come in. We specialize in simplifying things, breaking them down into easy-to-digest pieces. We focus on what really matters and skip the technical optimizations that only marginally affect Google rankings.
Law Firm SEO Means Increasing Your Website’s Online Reach to Get More Inbound Clients
SEO, or Search Engine Optimization, encompasses various techniques aimed at improving your website’s visibility on search engines. In essence, two key factors determine your ranking success:
- Optimizing Your Law Firm Website – Google prioritizes user experience above all else. Therefore, your website should be intuitive and easy to navigate. Google analyzes dwell time, which refers to the duration users spend on your site, engaging with its content. Your navigation should be straightforward, with key sections like HOME, SERVICES, ABOUT, BLOG, and CONTACT easily accessible. Further insights on this aspect will be provided later in this guide.
- Generating Content for Your Blog to Attract Clients – Your law firm’s blog is a prime platform for attracting user traffic. By creating informative guides tailored to your potential clients’ interests, you increase your chances of being discovered on Google. Every service or topic you offer presents numerous opportunities for blog content creation, aligning with what clients are actively searching for. This is why “Content Marketing” has become synonymous with SEO in modern times.
Why is SEO/Content Marketing the Most Important Acquisition Channel for Law Firms?
Regardless of whether your law firm targets Business-to-Business sectors or private clients, establishing visibility on Google can prove to be your most critical acquisition channel in the long term.
While word-of-mouth marketing is vital for initial traction when launching your law firm, sustained success and the ability to generate a consistent influx of leads rely heavily on digital marketing. Prospective clients typically turn to Google search when seeking legal services. Achieving visibility on Google involves ranking for relevant search terms organically, often through the creation of informative guides.
You might wonder, “Why not just run Google Search ads?”
The answer is straightforward: It’s often too costly and yields a poor return on investment (ROI). While Google ads can be effective for generating initial leads and market feedback, they can be prohibitively expensive, especially for highly competitive legal keywords. Click costs for such terms can exceed $100, making them impractical for many small to medium-sized law firms. Moreover, larger firms with substantial budgets may run Google ads as part of branding campaigns, without necessarily tracking ROI.
In contrast, smaller firms cannot sustainably invest in such ad spend. Money allocated to ads may quickly deplete without significant returns. Conversely, investments in content creation accrue value over time, gaining momentum and yielding exponential returns.
Investing in content marketing and SEO for your law firm blog is a genuine long-term investment with dividends that extend over years. It’s akin to building a valuable asset. Establishing a robust law firm website featuring a clear portfolio of services and a content-rich blog brimming with valuable insights confers a significant competitive edge.
Failure to initiate the development of your blog, your digital asset, today may result in your competitors outpacing you, making it increasingly challenging to catch up. However, it’s never too late to start!
The 3 Fundamental Steps for Your Law Firm SEO / Google-Ranking Success
1. Law Firm Website Technical Optimization
Your website serves as the nucleus of all your digital marketing endeavors. Consequently, prioritizing the optimization of your web presence before delving into content creation is crucial. The initial step involves enhancing the technical framework and structure of your website.
While this may seem daunting, especially for those less familiar with web design, collaborating with an experienced web designer proficient in your chosen system can simplify the process. At HIGHER-UP Digital, we exclusively utilize WordPress, the world’s most popular content management system renowned for delivering optimal SEO outcomes. Here are the recommended initial optimization steps:
- Tech-Stack/Hosting Optimization: Opt for a high-speed hosting provider such as KINSTA to ensure your website operates efficiently – a key Google ranking factor. Removing unnecessary plugins is essential to enhance website speed and bolster security against cyber threats.
- Website Structure for a Law Firm: The structure of your website is paramount for success. Embrace simplicity by adhering to user expectations when naming menu endpoints. We recommend the fundamental menu items: HOME, SERVICES, ABOUT, BLOG, and CONTACT. Optionally, include REFERENCES or WORK if relevant. The HOME page should offer a comprehensive overview of all sub-pages with direct links.
2. Website Structure & Content Optimization
Once the technical and structural aspects of your website are finalized, it’s time to focus on refining your website’s content and copy. This stage also presents an opportunity to reconsider your law firm’s positioning and website strategy. Which services should take precedence? What type of clients are you targeting? It’s crucial to scrutinize the purpose of each subpage and tailor the copy accordingly.
- HOME – The Home page serves as a gateway to other subpages, offering new visitors a quick understanding of your offerings within seconds. A concise, clear main headline followed by a subheadline further explaining your services is essential. For instance: “Empowering small businesses to navigate legal challenges, freeing them to focus on their core operations.”
- SERVICES – The Services page should provide an overview of the various services you offer, with each service accompanied by a detailed description clarifying what clients can expect and why they should choose you. We recommend dedicating individual pages to each service for improved SEO and easy linking from blog posts.
- ABOUT – The About page is a valuable tool for building trust. Instead of merely listing education and certifications, provide a comprehensive description of your mission and the benefits of choosing your firm.
- BLOG – The Blog features an archive of recent posts, typically arranged chronologically. Clicking on a post leads to the single-post page where SEO optimization occurs. New posts on specific topics attract potential clients to your website.
- CONTACT – Keep the Contact page simple with a streamlined contact form containing only essential fields. Avoid distractions to ensure focus on completing the form. Encourage visitors to utilize the contact form with a clear call to action such as “Request a free case assessment.”
Optionally, consider adding a link to a subpage featuring a calendar for scheduling appointments instantly. Providing clients with a quick and convenient way to book appointments benefits both parties. Utilizing Calendly, with its free basic plan, seamless integration, and user-friendly interface, is recommended for hassle-free scheduling and preparation.
3. Content Marketing Workflow for Legal Topics
Now that your website is technically optimized, boasting a clean, easily navigable structure and comprehensive information about your services and benefits, it’s time to delve into the heart of SEO: Content creation for your law firm blog!
As previously mentioned, the blog comprises an archive page and individual blog posts, each dedicated to a specific topic. Typically, the layout is determined by your WordPress theme or customized manually. Within each blog post, a prominent, easily readable title is paramount.
The title holds significant weight as it serves as the initial point of engagement for new website visitors, who often make split-second decisions about staying on your site. It’s imperative that the post title incorporates the primary keyword you aim to rank for while also being attention-grabbing and compelling.
How to Find New Keywords/Topics to Write About
To generate fresh topics for your blog, adhere to these guidelines:
- Identify Relevant Topics: Ensure the topics align with your business’s focus and cater to your audience’s interests. Avoid writing about irrelevant subjects that won’t attract new leads. For instance, if your clients seek advice on business contracts, delve into specific problems they encounter and the questions they commonly search for.
- Utilize Google Search: Conduct searches yourself to understand what potential clients are seeking. Analyze the search results, considering them from your clients’ perspective. If your competitors dominate the first page with articles on “LLC vs. Inc.” in company-setup discussions, recognize the significance of this topic.
- Employ Keyword Research Tools: Supplement your insights with data from keyword research tools. While some tools like ubersuggest.com offer free options, more advanced tools like ahrefs.com provide more accurate data for a starting price of $99 per month. Even if a keyword shows zero search volume, but you believe it’s relevant based on client needs or existing content by others, consider pursuing it. You might uncover untapped opportunities, giving you a competitive edge.
Make Sure to Always Have a Catchy Headline
The H1 Title of your post should be catchy and summarize the topic. Statistically there are two types of content that get the most traffic on Google:
- How-to Guides – One of the best ways to attract visitors for your law firm website is a simple how-to guide such as: “How to Form an LLC – The Ultimate Guide”. It’s easy to understand and your visitors know what to expect.
- List Posts – Sometimes even more catchy could be a list post like “Form an LLC in 5 Simple Steps” or “Avoid These 5 Costly Mistakes When Forming an LLC”. Uneven numbers like 3, 5, 7, 9 tend to work better, statistically.
- The first paragraphs of a new post should always answer the “what’s in for me”. Get straight to the point and tell your readers: “After reading this guide, you’ll know exactly which are the top 5 mistakes to avoid when forming an LLC. We’ll also show you how it’s done correctly and guide you through the entire process, step by step”
If you don’t manage to convince a new website visitor to stay and to keep reading, they’ll be gone immediately.
Do Engaging Headlines Really Matter?
Absolutely! This is because most readers tend to skim through content rather than reading every word. Additionally, Google favors headlines in the form of questions, as approximately 25-30% of Google searches comprise queries containing questions.
Regarding the length of a post, it should ideally range from 800 to 3000 words, depending on the depth of the topic. It’s essential to include only pertinent information necessary to address the reader’s query. During your research, examine the content and structure of your top five competitors’ posts on Google search. Assess how they’ve organized their content and the comprehensiveness of their approach. If they’ve achieved notable success, it’s worthwhile to draw inspiration from them, while ensuring originality and avoiding direct copying.
How Often Should I Post New Content?
The question of workflow efficiency is crucial, particularly concerning content creation. Despite understanding the benefits and possessing the necessary knowledge, many law firms struggle to implement a robust content marketing strategy due to time and energy constraints.
Running a business, managing cases and clients, and maintaining a website and blog simultaneously is undoubtedly challenging. To address this, we advocate for establishing a weekly routine dedicated to content creation. Allocating one day per week to focus on your SEO strategy can result in producing 1-2 posts per month, laying a solid foundation for achieving results.
Alternatively, you may consider outsourcing this task to our team of experts and utilizing our full-service package, encompassing SEO optimization and content creation.
Conclusion – The 3 Steps For Lawyer-SEO Success and How to Get Started
Let’s recap the key points covered in this guide:
- Start with Your Website: Ensure your website is optimized for clarity, readability, and ease of navigation. Optimize your technical setup for fast loading speeds and security.
- Optimize Your Content & Copywriting: Craft comprehensive service descriptions that clearly communicate the benefits of working with your firm. Your About page should highlight your firm’s mission and reinforce why you are the ideal partner.
- Consistently Create Content for Your Blog: Establish a workflow for content creation and keyword research to consistently publish relevant blog posts. Incorporate clear call-to-actions to encourage engagement.
Mastering these three steps will significantly contribute to your SEO success, accounting for approximately 80% of potential outcomes. It’s crucial to remain focused on these fundamentals to build a strong foundation, despite the array of available marketing tools in the digital realm.
Remember, even the highest-ranking law firm websites started from humble beginnings and steadily progressed. We’re here to support you in achieving your goals through our full-service web design and content marketing services.
Regarding content creation, we understand the time and energy constraints faced by law firms. That’s why we recommend establishing a weekly routine for content creation. By dedicating one day per week to your SEO strategy, you can generate 1-2 posts per month, laying the groundwork for tangible results. Alternatively, you can leverage our expertise and opt for our full-service package, encompassing SEO optimization and content creation.
